Author: Jonathan Kranz

Jonathan Kranz is the principal of Kranz Communications and the author of Writing Copy for Dummies and the novel, Our Brothers at the Bottom of the Bottom of the Sea. He will lead two sessions at CMWorld 2016: Writing for the Web 201, and the Professional Services Lab. Follow him on Twitter @jonkranz.

I recently had the privilege of being one of many judges reviewing Content Marketing Awards submissions. As I read through the entries (12 each in two categories), I was struck by the sharp contrast between the best work — the top three in each category — and the remaining nine.

I had expected to see a gradient of many shades of gray; instead, there was a black-and-white difference between the losers and the winners. The hard part was selecting a champion among the top three because those three stood out like swans in a murder of crows.Continue Reading